Create organic ways to meet consumers’ healthy-food demands

By Whitney Smart

Seeing is believing, and that’s why increasingly savvy purchasers are scanning food labels, learning about farm-to-table journeys and more. They are more focused than ever on the tie between health and nutrition, and they want to know where their food is from, how it was prepared and what it contains.

That’s why the word “organic” has surged in their awareness. It implies that a product is free from additives, pesticides, preservatives and hormones. Organic labeling helps manufacturers stand out, because it puts their products ahead and generates stronger sales.

Does organic labeling have appeal among consumers? Consider what Mintel found out:

14 percent of all food and beverage products launched in 2017 were organic.

There was a 51 percent increase in organic product launches between 2013 and 2017.

It’s important to remember that “organic” doesn’t mean just one thing:

Organic flavors provide manufacturers with many advantages.They act as regular, natural flavors, so they don’t require special training on use. Aside from allowing for new products to be developed to accompany existing lines, they also provide an easy “value add” to give both new and existing brands a premium appeal.

Consumers demand transparency in their food. The use of organic flavors alongside labeling that is clear and easy to follow builds trust and brand loyalty. The clean-label movement is very real — and growing. The use of organic flavors to achieve compliance and certification makes a strong and visible promise to consumers that they appreciate and reward.